Event Tag
Measurement and data
Measurement and data
An Event Tag sends an event, such as a purchase or form submission, to an analytics tool. A trigger determines when the tag runs.
An event is something that happens: someone views a product, adds an item to a basket or submits a form. An Event Tag sends information about that event to a measurement platform. In Google Tag Manager, for example, you can configure a Google Analytics: GA4 Event tag.
The tag contains an event name and optionally extra data, such as a product ID or purchase value. The trigger determines when the tag runs. The event, trigger and tag are different: the event happens, the trigger identifies the defined moment, and the tag sends the measurement data.
For a contact form, you usually want to measure successful submission, not just a click on the submit button. Someone can click and receive an error without an enquiry reaching you. Test measurement using your tag manager's preview mode and your analytics tool's debugging feature.
Tip
Avoid duplicate events and do not send names, email addresses or free-form enquiry text to analytics. Check that the tag follows your website's consent settings.
Related terms
- Google Tag ManagerGoogle Tag Manager lets you manage tracking codes and pixels without changing your website every time.
- GA4GA4 is the current version of Google Analytics. Everything is recorded as an event, instead of pageviews with separate goals as in Universal Analytics.
- Tags and taggingTags are labels, references or snippets of code. In online marketing, tagging is used to organise content, mention accounts or products, and measure behaviour or campaigns.